Lipton Ice Tea to give away promotional sunglasses

Britvic Soft Drinks is kicking off its biggest ever summer marketing campaign for Lipton Ice Tea. The campaign is to include a pack redesign, summer print advertising campaign, sampling and a gift of a free pair of promotional sunglasses with purchase.

The promotional sunglasses are being used to engage with Lipton Ice Tea’s core target audience of 18-24 year olds. It will kick off in May 2014, and will offer shoppers the opportunity to get a free pair of sunglasses when they purchase a 500ml bottle at participating stores.

Britvic will also be launching a summer sampling campaign to get the brand in the hands of its core audience of 18 – 24 year olds in key cities across the UK. From April 14th, a burst of out of home advertising will hit high streets in proximity to stores that stock Lipton Ice Tea. The brand will also be tying up to KISS FM radio and driving awareness through digital advertising on YouTube and Facebook.

Thermal digital advertising will also be used as part of the marketing campaign, switching on when the weather gets warmer across the summer.

Trial is a key element for Lipton Ice Tea, so Britvic will be sending out over 1.2m 250ml samples to its core target audience via universities and online retailers, with the ultimate goal to get more people drinking Lipton Ice Tea on a regular basis.

Jonathan Gatward, GB marketing director at Britvic, explained the thinking behind the campaign: “The new design, summer marketing and gift with purchase activity, which specially targets 18-24 year olds looking for tasty refreshment on-the-go, will help drive the conversion to purchase in-store. The POS is disruptive and we know that our audience love a fashionable freebie following similar activation in previous years.”

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